BBC PRIME

THE BRIEF:
BBC Prime is the BBC's international entertainment channel. The Scandinavian countries (Denmark, Sweden and Norway) are a major market for the channel.

Comment was asked to raise brand awareness of the channel in the Scandinavian countries, and to encourage viewers to make appointments to view specific programmes.

THE SOLUTION :
We performed shows in restaurants, bars, coffee shops and live in-cinema. The restaurant script formed the basis for the creative solution: A couple is out celebrating their anniversary, and the man is sulking because he would much rather be at home watching BBC Prime. This leads to an argument, but the man woos the woman back by telling her how she is his BBC Prime, and as such, she epitomises everything that is wonderful. He names programmes that are showing on the channel.

There were two other scripts: the bar scene, in which the actress performs a mad tango with her disinterested partner, and a live-in-cinema show, in which the actor's obsession with BBC Prime means he cannot understand or enjoy the cinema.

THE RESULT:
85 shows were performed in Stockholm, Oslo, Bergen and Copenhagen, all in the vernacular.15,000 samples of branded microwave popcorn were distributed.

National and regional print press, national radio, regional radio, marketing and advertising press, and national television coverage (10 minutes on the Danish national news) were generated in all three countries.